A new website facility that allows motorists to track the performance of their dealers is boosting levels of expertise at BMW group outlets.
Introduced in September, the five-star ratings system has already resulted in significant improvements across the German manufacturer’s 148-strong UK network of BMW and
“The average improvement in standards equates to a half-a-star rise in the ratings and I see that as a substantial achievement after just 60 days. It’s clear our dealers are listening to what customers are saying and reacting in a positive way,” BMW UK managing director Tim Abbott told AM.
Speaking as BMW announced a 12.3% lift in November sales, Abbott described the publication of ratings and customer comments on the front pages of dealer websites as a “brave move” away from traditional CSI monitoring.
“We’re finding that the customers are driving big changes,” he said.
“I’m delighted that our dealers are responding to what they are being told about the provision of parking, loan cars and the availability of test drives.
“They have not hidden away from the comments and that’s good because each of these areas is a key driver for our business in future.”
Abbott claimed the website development was prompting dealers to think more laterally about ways in which customers could be helped when problems arose.
“The ratings system has prompted a rapid mindset change and that’s all to the good.
“I believe that the experience of buying a new car should be like Christmas – full of pleasant surprises .
“I want our customers to be delighted with the service they receive,” he said.
Stratstone of Doncaster, part of Pendragon, has become the group’s first 20-star dealer, scoring top ratings in both sales and servicing from customers of each car brand.
“We are on course to retain our position as UK premium car market leader with more than 110,000 registrations this year.
“We expect Mini sales to total 44,000 and future prospects for both brands look good,”